Despite the excellent quality of Michelin products, the brand has had negative cases in digital. Most of them were related to the fact that users needed additional help or advice.

We launched a comprehensive processing of brand mentions in digital to collect all messages and not leave the user alone with their problems. Using the YouScan system, we monitored social networks, review sites, marketplaces, and other resources where the brand is mentioned.

The pool of work also included collecting and tagging mentions of the brand's competitors. Thus, we worked proactively - we monitored key indicators and qualitative characteristics on a monthly basis.